![Page 1: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/1.jpg)
@hopeunlocked #NetBaseLIVE
IMPROVE YOUR SOCIAL STANDING: Examin ing the R i se and Fa l l o f Top Luxu ry B rands
@hopeunlocked #NetBaseLIVE
![Page 2: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/2.jpg)
@hopeunlocked #NetBaseLIVE
WELCOME
Hope Nguyen VP of Marketing
NetBase @hopeunlocked
#NetBaseLIVE
![Page 3: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/3.jpg)
@hopeunlocked #NetBaseLIVE
AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
![Page 4: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/4.jpg)
@hopeunlocked #NetBaseLIVE
1. Sell via social 2. See how I rank versus competition 3. Protect my brand reputation 4. Predict what might happen in the future 5. Know what consumers say about my brand 6. Track brand campaigns and launches 7. Know what’s trending in my category 8. Product innovation 9. Improve customer care and experience 10. Other
Poll: What do you use social for today?
![Page 5: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/5.jpg)
@hopeunlocked #NetBaseLIVE
What Marketing uses social for today
12.5 22.5
27.5 27.5
30 37.5
57.5 60
0 10 20 30 40 50 60 70
Other
Predict what might happen in the future
Protect my brand reputa>on
See how I rank versus compe>>on
Sell via social
Know what's trending in my category
Track brand campaigns and launches
Know what consumers say about my brand
Source: NetBase Poll 2014 (Marketers and Agencies)
% Agree, n=300+
![Page 6: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/6.jpg)
@hopeunlocked #NetBaseLIVE
Brand analysis 1
2
3
Competitive intelligence
Campaign tracking
4 Product innovation
5 Customer care
Leverage Social for…
Testimonial advertising 6
7
8
Influencer marketing
Risk management
9 Purchase intent
And more 10
![Page 7: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/7.jpg)
@hopeunlocked #NetBaseLIVE
AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
![Page 8: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/8.jpg)
@hopeunlocked #NetBaseLIVE
Do you have a solid understanding of your unique social standing? And do you know how your competitors are performing?
![Page 9: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/9.jpg)
@hopeunlocked #NetBaseLIVE @hopeunlocked #NetBaseLIVE
What if you could convert millions of consumer comments about luxury brand preferences into the most illuminating insights?
![Page 10: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/10.jpg)
@hopeunlocked #NetBaseLIVE
700M+ Posts 2 Years of Data English language
posts
Luxury ranking of 45 most social brands/trends: automotive,
ecommerce, fashion, jewelry
Deep-dive into 4 global top Watch
brands, 5 ecommerce
brands
Net Sentiment & Passion Intensity for
category and brands
Report Overview
80+ Countries Top 15 Blogs Top 15 Forums
@hopeunlocked #NetBaseLIVE
![Page 11: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/11.jpg)
@hopeunlocked #NetBaseLIVE
NetBase Brand Passion Report: Luxury 2016
![Page 12: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/12.jpg)
@hopeunlocked #NetBaseLIVE
What is the Luxury Conversation about?
![Page 13: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/13.jpg)
@hopeunlocked #NetBaseLIVE
Which Brands Own the Conversation?
18.8%
9.3%
71.9%
MENTIONS BY TIERS
Top 15 Top 16-30 Top 31-45
@hopeunlocked #NetBaseLIVE
![Page 14: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/14.jpg)
@hopeunlocked #NetBaseLIVE
In Which Industries Were the Top 45 from?
@hopeunlocked #NetBaseLIVE
36%
31%
13%
9%
9% 2%
Fashion & Handbags
Automo>ve
Jewelry & Accessories
Ecommerce
Tech & Telecomm
Sports Apparel
TOP 45 INDUSTRY SPLIT
![Page 15: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/15.jpg)
@hopeunlocked #NetBaseLIVE
Where were the Top 45 from?
32% USA
57% Europe
11% Asia
![Page 16: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/16.jpg)
@hopeunlocked #NetBaseLIVE
Consumer Perception of Luxury is Evolving
• European luxury brands continue to dominate the global conversation
• But 2 American brands rise to the top 10. Who are they?
![Page 17: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/17.jpg)
@hopeunlocked #NetBaseLIVE @hopeunlocked #NetBaseLIVE
It’s official…
Apple and eBay are places to go for luxury brands.
![Page 18: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/18.jpg)
@hopeunlocked #NetBaseLIVE
Luxury is Packed with Emotion…and We Know Consumer Passion Influences Brand Growth
Gucci Guilty…makes me feel good and encourages me to dress up, as the fragrance screams Luxury. - vynusmagnus, reddit.com
I’m so excited that I got the Yves Saint Laurent Rogue Volupte Silky Sensual Radiant Lipstick…It’s a nude pink that I should be able to wear with anything. - Mary S., swatchandlearn.com
In case I haven’t mentioned yet, we really like Amazon Prime. It fills our house with little luxuries. - R. Dudilius, harmonious-smith.blogspot.com
![Page 19: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/19.jpg)
@hopeunlocked #NetBaseLIVE
The Power of Knowing Consumer Emotion
Allows you to shape and create an ideal customer
experience
Indicator of how consumers feel
about your work in marketing,
customer care, and product – and if they will stick with
you
Links to consumption,
business performance,
long-term brand health and tracks
a brand’s movement
![Page 20: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/20.jpg)
@hopeunlocked #NetBaseLIVE
59
69
GLOBAL PASSION INDEX
GLOBAL NET SENTIMENT
Passion is a strong metric for luxury brands – as consumer purchases are highly emotional. Are you winning the hearts of the consumer?
Net Sentiment is an indicator of brand health and is a predictor of consumer actions.
![Page 21: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/21.jpg)
@hopeunlocked #NetBaseLIVE
Top Influencers for Luxury Brands
• While traditional news sources remain top influencers, specialized luxury blogs and forums are important and growing.
• Tech publications are becoming more active and influential.
@hopeunlocked #NetBaseLIVE
![Page 22: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/22.jpg)
@hopeunlocked #NetBaseLIVE
Top Forums for Luxury
forums.watchuseek.com
forums.macrumors.com
gminsidernews.com
skyscrapercity.com
forum.lowyat.net
forum.purseblog.com
reddit.com
![Page 23: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/23.jpg)
@hopeunlocked #NetBaseLIVE
Top Blogs for Luxury
Luxguru.typepad.com
BusinessInsider.com
ShopinChic.info
HandbagsTonight.com
Express.co.uk
LuxuryDaily.com
BusinessofFashion.com
![Page 24: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/24.jpg)
@hopeunlocked #NetBaseLIVE
AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
![Page 25: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/25.jpg)
@hopeunlocked #NetBaseLIVE
Top 8 Watch Brands
@hopeunlocked #NetBaseLIVE
![Page 26: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/26.jpg)
@hopeunlocked #NetBaseLIVE
Watches are Winning the Hearts of Social Consumers
NET SENTIMENT (Direction of Feelings )
Overall Luxury Category = 59
PASSION INTENSITY (Strength of Consumer Feeling)
Overall Luxury Category = 69
77
![Page 27: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/27.jpg)
@hopeunlocked #NetBaseLIVE
NetBase Brand Passion Index™
Love the updated Rolex Cellini collection. This Dual Time is pure elegance.
And as it stands right now, and for years to come, a smart watch isn’t a necessity. Hell, the Apple watch barely works unless you have an iPhone on your person. So it has no added utility over the iPhone.
![Page 28: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/28.jpg)
@hopeunlocked #NetBaseLIVE @hopeunlocked #NetBaseLIVE
Where are you on the Brand Passion Index™? Hate
Dislike
Pass
ion
Inte
nsit
y
Net Sentiment
Love
Like
Let customer passion drive your next move.
![Page 29: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/29.jpg)
@hopeunlocked #NetBaseLIVE
Comparison of Rolex and Apple Watch: What Changed and Why?
VS.
![Page 30: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/30.jpg)
@hopeunlocked #NetBaseLIVE
Top 4 Brand Attributes for Each Watch Brand
Apple Watch Rolex Tag Heuer Patek
Philippe App Rich Legendary Beautiful
Work Clean Perfect Fit Functional
My New Genuine Smart watch Gorgeous
Succeed Reliable Authentic Wonderful
![Page 31: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/31.jpg)
@hopeunlocked #NetBaseLIVE
AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
![Page 32: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/32.jpg)
@hopeunlocked #NetBaseLIVE @hopeunlocked #NetBaseLIVE
Which luxury brand reigns supreme?
![Page 33: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/33.jpg)
@hopeunlocked #NetBaseLIVE
2014 Social Media Winner was Louis Vuitton
![Page 34: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/34.jpg)
@hopeunlocked #NetBaseLIVE
Who was Winning the Hearts of Consumers in 2015?
Cartier Coach
Gucci Hermes
Chanel
Porsche Louis Vuitton
Burberry Armani
Hugo Boss
Prada
Fendi
BMW
Marc Jacobs
Tiffany & Co Tesla
Ferrari
Kate Spade
Apple
Rolls-Royce
![Page 35: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/35.jpg)
@hopeunlocked #NetBaseLIVE
2015 Winner is Chanel
![Page 36: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/36.jpg)
@hopeunlocked #NetBaseLIVE
Joined Posts Followers Following
Chanel June 2011 1,164 (939 or 81% pics/vids) 10.9M 0
LV June 2009 2,712 (1,520 or 56% pics/vids) 5.36M 13
(w/119 likes)
Comparing Numbers: Twitter
Twi=er
Data collected as of Jan. 26, 2016
VS.
2X
2.3X
![Page 37: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/37.jpg)
@hopeunlocked #NetBaseLIVE
Joined Views Subscribers
Chanel Oct 10, 2005 210,197,856 510,833
LV Dec 17, 2005 60,157,285 115,939
Comparing Numbers: YouTube
Data collected as of Jan. 26, 2016
VS.
3.5X 4.4X
![Page 38: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/38.jpg)
@hopeunlocked #NetBaseLIVE
Posts Followers Following
Chanel 290 9.6M 0
LV 1,266 9.2M 5
Comparing Numbers: Instagram
Data collected as of Jan. 26, 2016
VS.
4.4X
![Page 39: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/39.jpg)
@hopeunlocked #NetBaseLIVE
People Talking Total Page Likes New Page Likes
Chanel 102,816 15,748,331 (+0.3% from last week)
53,918 (+53.2%)
LV 164,044 18,230,850 (+0.4% from last week)
65,841 (+10.9%)
Comparing Numbers: Facebook
Data collected as of Jan. 26, 2016
VS.
![Page 40: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/40.jpg)
@hopeunlocked #NetBaseLIVE
Followers Views
Chanel 2,175,206 83,289,095
LV N/A 16,350,121
Comparing Numbers: Google+
Data collected as of Jan. 26, 2016
VS.
5.2X
![Page 41: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/41.jpg)
@hopeunlocked #NetBaseLIVE
AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
![Page 42: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/42.jpg)
@hopeunlocked #NetBaseLIVE
Know what your consumers are
talking about and where they share or
get information.
Know who your VIP influencers are and connect with them.
Obtain accurate insights on the Net Sentiment of your
consumer, historically and
today.
Know more about your category and your competitors to stay ahead of the
game.
Know your followers and build out your follower and fan
base.
Assess how different social channels are
working for you.
10 Social Tips to Improve Brand Position
1 2 3
4 5 6
![Page 43: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/43.jpg)
@hopeunlocked #NetBaseLIVE
Track launches, events, and campaigns in real time.
Get a grip on consumer emotions (the heartbeat of brand
preference).
Drive one source of truth across the entire business.
Be ready to detect a risky situation early and take action.
10 Social Tips (cont.)
7 8
9 10
![Page 44: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/44.jpg)
@hopeunlocked #NetBaseLIVE
GLOBAL RANKING
PASSION & SENTIMENT CONSUMER BEHAVIOR
TOP INFLUENCERS CONSUMER EMOTION
GEO & GENDER
YOUR BRAND HERE
@hopeunlocked #NetBaseLIVE
Understand Your Business More Completely
![Page 45: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/45.jpg)
@hopeunlocked #NetBaseLIVE
A deeper understanding of Luxury makes it clear that the category is personal and evolving for individuals. Technology is bringing innovation to Luxury, and we can be sure that future years will see more surprises beyond. For brand leaders, the task is to acquire a deep understanding of the dynamic consumer by getting a handle on emotions, competition, category dynamics, and relevancy. Brands like Chanel and Rolex have figured out how to build consumer love with success. We can certainly learn from them.
In summary…
@hopeunlocked #NetBaseLIVE
![Page 46: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/46.jpg)
@hopeunlocked #NetBaseLIVE
AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
![Page 47: Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands](https://reader031.vdocuments.us/reader031/viewer/2022030313/58ed22f61a28ab55028b46bf/html5/thumbnails/47.jpg)
@hopeunlocked #NetBaseLIVE
ENTERPRISE SOCIAL ANALYTICS
THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM USED BY SOCIALLY-POWERED BRANDS EVERYWHERE
We power social throughout—from CEOs to Care, Product Innovation to Marketing